Michael Melzig: I’ve been with Fujitsu since 1999. Last July, I joined the central marketing department and entered a new role as senior product marketing manager. Throughout my time at Fujitsu and my previous career, I’ve worked in a variety of sales and marketing roles in fields including broadcast media, telecommunications, financial services and IT. Variety is extremely important to me professionally – having the right mixture of activities is the key to staying motivated. When I’m not working, I enjoy car and bike racing.

JB: At CeBIT, you were everywhere and nowhere at the same time. Where does your professional remit begin and end?

Michael Melzig

MM: In the central marketing department, I’m responsible for two areas: business client solutions and managed mobile services. My job includes localizing campaigns and adapting them for the German, Austrian and Swiss markets. I’m also the press contact for these two areas, a role which occupied me a lot at CeBIT. In addition, I was the Fujitsu technical partner to the CODE_n12 contest.

JB: In your work for Fujitsu, you visit a lot of trade shows and are more than familiar with the hustle and bustle associated with such events. Looking back on CODE_n12, was it a unique experience or just one of many?

MM: For me, CODE_n12 was a remarkable experience. It set new standards, and posed new challenges for me. The intercompany teamwork between colleagues from GFT, Red Bull, Milla & Partner, Deutsche Messe and Ernst & Young was stellar. I’d like to thank everyone for their support. The seamless collaboration was what made it possible to implement the project so quickly.

It was a major honor to be able to experience the innovative spirit of the 50 startups first-hand and accompany them on their journey to the final. CODE_n12 is proof that visions can become reality. By creating this concept, Ulrich Dietz, the CEO of GFT Technologies, has provided some amazing opportunities for the new generation of innovators. Ernst Raue from Deutsche Messe also deserves a lot of respect for being bold enough to support this new concept. We’re extremely satisfied with the results: The positive response in industry and the media speaks for itself.

JB: As someone with technical expertise, you’re very familiar with current IT trends and you know which ideas harbor the most potential for sustainable market success. CODE_n showcased all kinds of different innovations – which one were you most excited about?

MM: For me, there wasn’t one particular innovation that stood out above the others. All 50 of the finalists had developed totally different solutions that aim to make the current paradigm shift and the move towards a digital society easier to navigate in our mobile society.

The customers, partners and agencies we showed around the exhibition didn’t have a clear favorite either, but rather, a number of different favorites depending on their interests. And of course, I’ve already installed many of the finalists’ apps on my personal smartphone.

JB: You’re surrounded by trends and innovations every day. Will the cloud remain the major trend of 2012, or can you already see the next hype on the horizon?

MM: I think we need to give businesses and society as a whole the time they need to tap into these trends and actually make use of them. It’s important to take people’s reservations seriously and deal with them head-on. After this, the next step is to provide the right markets – in other words, ones that offer enough security. One example is the Fujitsu Business Solutions Store.

The trend toward cloud computing will change applications and devices in the business and consumer worlds. The ever-wider range of smartphones, tablets and Ultrabooks on the market clearly points to a growing trend toward consumerization and “bring your own device” (BYOD).

JB: Thank you for the interview, Michael!

MM: My pleasure – I’d like to wish everyone involved in the project every success in the future.

UD: More than ever before, good ideas also need friends and a critical exchange of views. Factors such as internationality, networking skills and flexibility also play an increasingly important role. Compared to the old days, decisions have to be taken more quickly in these fast-moving times. An entrepreneur needs a feeling for the right decision – sometimes it’s a spontaneous gut feeling.

UD: Many young people around the world are thinking about our current and future mobile society. CODE_n aims to bring together these fresh new ideas, present them to an international audience and thus give them a chance to achieve global success. But CODE_n is also the start of a wide-reaching community, a global innovation network based on sustainable support and mutual exchange.

AW: What will participants receive if they win?

UD: The participants will receive an exceptional platform to showcase their concepts, products and apps. The presentation at the CeBIT fair will feature a unique backdrop – a highlight certain to attract considerable media interest.

AW: Prestigious awards certainly raise a company’s profile. But it’s still a long way from actually implementing the idea.

UD: Gaining attention is only the first step. What then follows is ongoing business support. The aim is to help young companies take the next growth steps and launch their ideas on an international market.

UD: IT start-ups have plenty of creativity, but often don’t have the necessary business and technological know-how or experience. For this reason, experienced managers of our strategic partners will be offering personal coaching. Over a period of two years, a network of managers will provide the winner with advice and help, for example discussing growth strategies or important company decisions.

AW: The topic of the contest is “Mobility”. How relevant do you think this topic will be in future?

UD: These days, every child knows how to use a smartphone; such mobile devices will also be used increasingly by companies in future. Each employee will have access to the Internet. This combination of growing private and business use will lead to a myriad of new application opportunities.

Every IT company is currently working on new developments – whether security solutions, new database applications, operating systems or new devices and apps. It’s the right time to initiate a start-up movement.

AW: Do you expect many applications from abroad?

UD: We’ve already received over 200 applications from more than 30 countries. They include some fantastic business concepts which really whet the appetite. The CODE_n hall at the CeBIT will not only be showcasing a wide variety of mobile business concepts but also a cultural variety of young companies from around the world. I’m already looking forward to meeting them and exchanging views.Andrea Wlcek: Sie wurden kürzlich zu einem der besten Unternehmer Deutschlands gekürt. Was zeichnet einen erfolgreichen Entrepreneur aus, Herr Dietz?